Lazada rebrands its logistics arm to reflect the platform’s one-stop offerings for Southeast Asian brands and sellers

Lazada, Southeast Asia’s leading eCommerce platform, today announced the rebranding of its logistics arm to Lazada Logistics, which was previously known as Lazada eLogistics (LEL) and Lazada Express (LEX) separately. LEL managed the fulfilment and logistics with third-party logistics providers (3PL), whereas LEX handled the parcel delivery to customers. The new blue of Lazada Logistics reflects efficiency and reliability as Lazada offers brands and sellers in Malaysia and across the region a trusted, one-stop logistics solution for all their business needs.

Chun Li, Chief Executive Officer of Lazada Group said: “Over the past decade, Lazada’s proprietary logistic network has reshaped the eCommerce landscape in one of the world’s most populous and geographically diverse regions. The logistics capabilities have enabled us to provide the best-in-class delivery service to our consumers across the region as well as hassle-free and end-to-end services to our sellers and partners. This re-branding reflects the significant progress we have made over the years, powered by our people and technology.”

With the rebranding, Lazada Logistics is also introducing multi-channel logistics (MCL) services, which provide a single stock fulfilment solution to help ecommerce enablers and brands fulfil across all eCommerce channels seamlessly. Whether the consumer orders on Lazada or other eCommerce channels, Lazada Logistics will fulfill and deliver all the orders.

Under this arrangement, Lazada stores merchants’ and partners’ eCommerce products, enabling the efficient handling and dispatch of orders via Lazada’s own fleet, 3PL partners or channel-nominated fleet.

Andy Huang, Chief Logistics Officer of Lazada Group said: “In the current climate, consumers have grown accustomed to the convenience of a new shopping norm, and of having their purchases delivered to their doorstep – intact and on time. It is more important than ever that we continue to innovate and introduce new solutions that will help our merchants and eCommerce partners meet the growing demands and expectations of their customers. MCL ensures that a consistent brand experience is delivered, and solves many logistics pain points for brands and sellers, allowing them to focus on sales and marketing and scaling their businesses.”

MCL allows brands and sellers to have greater agility and flexibility on inventory control, and relieves them of logistics concerns that include high capital and operational expense associated with order fulfilment (that is, the need to maintain warehouse infrastructure and delivery fleets). They are also spared the challenges of having to build extensive network of operations without economies of scale.

The availability of MCL is a showcase of Lazada’s advanced supply chain infrastructure and logistics capabilities, which offers smart inventory and routing solutions powered by data and technology. All brands and sellers can leverage on Lazada Logistics’ network of over 400 facilities comprising warehouses, sortation centres and hubs. They can also benefit from access to the region’s largest fleet owned by an eCommerce marketplace, and Lazada’s competitive advantage of having control over its end-to-end logistics operations. More than 85% of total first-mile parcels are handled at Lazada’s own facilities. Cainiao, Alibaba's logistics arm, helps to handle Lazada's cross-border logistics and distribution centre services in China. In Malaysia, Lazada is the only eCommerce player with an end-to-end integrated, wholly owned network of warehouses, three sortation centres in Subang, Puchong and Penang, and more than 40 delivery hubs across the country.

“The integration of MCL to our existing end-to-end integrated logistics network will allow us to serve our customers better and faster, especially during the extended lockdown period of which Malaysians are increasingly relying on eCommerce platforms to shop for their daily necessities. We will look to roll out more new features that can include incentives for sellers to fulfil orders faster and enhanced same-day order pickup from sellers, further improving both customers and seller’s experience.” said P Sunil Singh, Chief Logistics Officer, Lazada Malaysia.

“The rebranding and roll-out of this new offering is a testament to what we have built and a commitment to provide better customer experience,” Huang said. “It also reinforces our mission of powering a healthy and sustainable eCommerce ecosystem for the long term by pairing our logistics excellence with state-of-the-art technologies to achieve cost efficiencies.”

This content is provided by Lazada Malaysia.

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